Royal Caribbean wants to win over the younger generation of cruisers with more than adrenaline-pumping thrills and Broadway-style entertainment.
By leveraging artificial intelligence (AI) and other innovations, Royal Caribbean has turned its app into what Millennials are calling the cruise line's "biggest flex."
Royal Caribbean's mobile app was first introduced in 2018 and quickly became a favorite feature amongst guests.
The app made it easier than ever to browse the daily schedule, make dining reservations, and book shore excursions, and over the years, it's continued to evolve into a powerful digital companion.
Today, it is praised for its personalization, ease, and seamlessness, particularly among Gen Z and Millennial cruisers.
By meeting younger travelers where they are (i.e., on their cell phones), Royal Caribbean is not only modernizing the cruise experience but also building lifelong loyalty.
"Technology isn’t just an add-on for us — it’s central to how we design vacations," said Rafeh Masood, Chief Digital and Growth Officer of Royal Caribbean Group.
"By developing these tools in-house, we can anticipate what younger travelers want and deliver it in a way that feels seamless. That approach is winning over first-time cruisers and turning them into loyal guests who return again and again."
Gamified Loyalty & Digital Badges
In March, Royal Caribbean rolled out new mobile badges that awarded guests for each ship they've sailed on.
Later on, they added a feature that lets cruisers earn badges for the destinations they’ve visited — from Perfect Day at CocoCay to Europe, Mexico, Bermuda, and beyond.
Millennials and Gen Z love sharing experiences, and tracking which ships they have sailed on to different destinations creates a sense of achievement and pride, almost like collecting new stamps in a passport.
Read more: Royal Caribbean updated its virtual badges, and it's become a "Gotta Catch 'Em All!" craze
Smart Suggestions
Royal Caribbean's app gives guests "Netflix-style recommendations" for dining, nightlife, and excursions based on personal preferences.
This makes it easier to discover what is trending onboard the ship without feeling overwhelmed by everything going on.
The app will also send notifications for pre-cruise planner sales, so guests can save on their favorite add-ons like shore excursions, drink packages, Wi-Fi, and more.
Calendar-Friendly Notifications
Speaking of everything going on, it can be easy to forget what you've signed up for or were interested in.
Thankfully, Royal Caribbean's mobile app sends smart, calendar-friendly notifications to remind passengers of their upcoming reservations, comedy shows, and sunset yoga classes that they signed up for.
Real-Time Peace of Mind
Available exclusively on Star of the Seas (for now), parents can use the Royal Caribbean app to track their kids’ location onboard in real time.
The "Find My Kid" feature keeps tabs on children in public spaces across the ship, as well as in their stateroom. Children must be registered at Adventure Ocean and have a special WOW Band to utilize this service.
Although it isn't a replacement for good parenting, it lets parents have a little peace of mind when letting their children go off on their own on the cruise ship.
Read more: Royal Caribbean adds a way to track your kids on its newest cruise ship
Royal Caribbean uses AI for more than its mobile app
Artificial intelligence helps Royal Caribbean manage millions of daily price points and even reduce waste onboard its fleet of ships.
"We manage about 15 million price points a day. That used to be done more or less with a couple 100 revenue managers, and today, those 15 million price points, 90-plus percent of them are all AI-driven," said Jacon Liberty, President and CEO of Royal Caribbean Group, at the Skift Global Forum in New York City on Wednesday.
Liberty continued, adding that they've reduced waste on 69 of its ships (comprised of vessels operating under the Royal Caribbean, Celebrity, and Silversea umbrellas) by 50%.
One way they've done so is by leveraging AI to help adjust food production in real-time. For example, AI can help predict how many hamburgers and other food items the chefs should prepare.
It also helps crew members better estimate how much food should be thawed and prepped throughout the sailing.
"We’re using well over 50,000 eggs per day…We have 180,000 passengers, as we speak right now on our ships. Just being able to manage it at a deeper level and a more predictable level has huge savings for us on a waste standpoint," Liberty said.
Read more: What does Royal Caribbean do with all its uneaten food?
